For follow-up pieces, see How To Write Better, Part II: Classic Style and Part III.
As a writer, I spend a lot of time thinking about how I can write better. One more revision here … delete that redundant word there … a little less formal … who’s my audience again? And so it goes. Hold on, let’s pause on that last question: Who’s my audience again?
This might be the most important consideration of all: Your reader’s identity.… Read the rest
By now, you’re probably sick of the holiday season. But, I have to bring it up one more time because this Christmas I learned some truly valuable content marketing lessons from a holiday movie you’ve probably seen—Miracle on 34th Street. This heartwarming movie tells the story of love, hope, and the meaning of Christmas. It also spins an interesting commentary on the sometimes cut-throat nature of advertising and marketing. The solution this movie offers falls exactly in line with content marketing.… Read the rest
When setting out to build a B2B website to support a manufacturing business, it makes sense to start with your homepage and the pages associated with it. The basics are pretty easy to guess. The homepage introduces your company. You need an about us section to tell people about the company and the people who run it. You need a product section showing the services or products your company offers. Then, for sure, you need some kind of contact us page, so customers can call or email to start the sales conversation.… Read the rest
Note: The awesome robot paintings featured on this post are from artist Eric Joyner. Go check him out!
Before focusing on blog posts and other types of innovative onsite content, it’s vital that manufacturers make sure their website’s foundation pages are built and showcased properly. Foundation pages contain fundamental content that describes a business, its services, clients, and differentiators.
Foundation pages make up the “brochure content” of your website. The blog and social media properties can be frequently updated with more engaging, timely, thought-provoking content … but the brochure content consists of largely static pages that answer pre-defined questions potential clients might have about a company.… Read the rest
PPC (that is, pay-per-click advertising) offers a number of unique advantages that no other type of marketing can, online or offline. Can your company afford to lose these 4 competitive advantages to competing manufacturers?
#1. Only Pay for Performance
PPC stands for ‘pay-per-click’. This means that advertisers only pay when someone interacts with their ad creative in a definable way – in this particular case, by clicking on it. The pay-per-click advertising model keeps costs tied directly to an actual performance metric.… Read the rest